Projects
For the past few years, I have been honing my social media management skills. With oversight from my manager, I led the Paper and Packaging board's organic social efforts.
Recycling 101 Series
This series was meant to tackle the many recycling misconceptions consumers have about recycling paper products. Talking directly to the camera was a tactic to make the video feel less like paid content and attract them to watch the full video. The series garnered over 4.3M paid and organic views with a 4% average VTR.
Popular Crafting Content
As social media manager for the Paper and Packaging Board, I spent my time trying to find unique ways to show consumers how to add paper into their lives. Paper crafting content hit the mark predominantly around holidays or big events - the sustainable Easter basket video has over 78K organic views alone! Below, you will see how I was able to tie in paper's sustainability benefit into all the videos to ensure our main campaign message did not get lost.
Edutainment Content
Adapting existing website articles to social posts was a large part of my role. Over time, I became skilled at distilling some densely packed articles into easy to digest carousels. I crafted cohesive pieces of content to make the Paper and Packaging Board's Instagram grid eye-catching and in line with brand guidelines.
